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I'd imagine Prime is doing reasonably well with the video tie in, especially since it's comparable in price to Netflix (though I don't think there's a monthly option so that could put people off).  I do agree that it's a bit silly to make some deals early access for Prime, it'll certainly annoy people if there are deals that sell out before being available to all.  I suppose they could be keeping some "stock" for the full access period but that might upset prime members who saw the deal was out of stock then gave up only to find there was more stock later and they didn't have to miss out.